Movado Face

Featuring Less

The situation

For the launch of its first DTC watch collection, Movado sought to bring its minimalist Bauhaus heritage to a younger audience - one that already had a lot of overly-designed, Instagram watch brands to choose from. This digitally-native group has an appreciation for streamlined design, yet lives in a world that constantly pushes more.

The solution

Movado was offering something refreshingly different: less. We created the DTC sub-brand Movado Face, developing a positioning, name, typography and color palette to reflect the brand’s roots in simplicity. Then, we brought the new collection to its target audience with “Featuring Less,” a campaign that provided a respite from the overstimulating nature of most digital advertising. From the subject matter to the headlines, to the message delivery, everything was arrestingly simple.

What we did

Brand Identity
Brand Messaging
Art Direction
Advertising & Content

“There are ample minimalist cues from Bauhaus… a welcome respite from brands trying to cram everything they can in a small window of time.”

— Adweek